Nigeria ranks Africa’s second-highest podcast consumer
By Felicia Nwosu
A recent data released by global streaming platform Spotify, has shown that the rise of podcast consumption in Nigeria has seen exponential growth over the past couple of years. The released data ranked Nigeria as Africa’s second-highest podcasts consumer.
The podcast streamer revealed that insights gathered placed South Africa in the first position, followed by Nigeria, with Kenya on the third place, followed by Ghana and Angola, which took fourth and fifth place in Africa, respectively
Giving a highlight on the data insight, Ncebakazi Manzi, Spotify’s Podcast Manager for Sub-Saharan Africa, affirmed that Gen Z accounts for 50.9% of Nigeria’s total population, adding that, as podcasting continues to evolve, comprehending Gen Z’s preferences and behaviours becomes crucial for all stakeholders in Nigeria’s podcasting ecosystem.
According to him, Nigeria’s listenership increased by 222% from 2021 to 2022, a growth he attributed to the younger generation, particularly Gen Z, aged between 18 and 24 years while those between the ages of 25 and 29 years contribute 21% of the streams.
Manzi attested that podcasts resonate particularly well with Gen Z and Millennials due to their captivating content, focus on trending subjects and candid discussions. The Spotify’s Boss also attributed Gen Z preferred listening times, which falls between the hours of 7.00am and 9.00am.
“With its accessibility and diversity of content ranging from storytelling to information sharing and entertainment, podcasting has become a popular choice for Gen Z listeners,” he said.
The company pointed out that the leading local podcasts include The HonestBunch Podcast, I Said What I Said, Menisms, So Nigerian, and Tea with Tay.
The global roundup of the streaming platform showed Nigeria to be second placed, following Brazil, which is one of Spotify’s fastest-growing podcast markets.
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